Presentation from the LA Digital Boot Camp for business owners April 19, 2015.

1. Local Search Association
April 19, 2015

2. TheLSA.org
What Is the LSA?

3. • Trade association with 300+ members in 28 countries
• Originally the yellow pages association
• Members include traditional and digital media
companies facilitating local transactions between
merchants (large and small) and consumers
• Most of presenters here today are members
• Focused on research, education, advocacy, events and
partnerships
What Is the LSA?

4. • Local Search Association, Search Engine Land
• Impact of digital media on offline consumer behavior
• Search, location, mobile, social + indoor location
• Since 2000
• Twitter: @gsterling
LSA VP Strategy & Insights
Who Am I?

5. • Successful digital marketing strategy
• Common mistakes and how to avoid
• Breakouts: websites + SEO, paid search, social media
• Networking lunch
• Mobile search: what you need to know
• Your questions
• Breakouts: Reputation, email marketing, Facebook ads
• Understanding what’s working
• DIY vs. DIFM – Do or Do Not
• Giveaways
Program Today

6. • Market is confusing and noisy
• Need for reliable information/education
• Provide direct access to companies
• No sales pitches from the stage
• Experiment for LSA
What Are We Trying to Do?

7. Source: Scott Brinker, Chief MarTech
Fragmentation

8. More Screens

9. 6
6.6
7.2
2013 2014 2015
Source: Thrive Analytics, “Local Pulse Surveys”, June 2013, January 2014 & 2015.
Avg. number of media types currently used in marketing efforts
More Channels/Media Being Used

10. 27%
38%
46% 45% 43%
51%
73%
62%
54% 55% 57%
49%
Less than 1
year
1-3 years 3-6 years 6-10 years 10-15 years 15+ years
Traditional Media Digital Media
Source: Thrive Analytics, “Local Pulse Survey”, January 2015.
Media Mix by Tenure of Business
Newer Businesses More D-Focused

11. 40%
37%
33%
21% Not Enough Time
Not Enough Knowledge or
Expertise
Ad Budget Not Large
Enough
Not Enough Resources to
Hire Dedicated Personnel
Source: Thrive Analytics, “Local Pulse Survey” January 2015.
Biggest challenges with online/digital marketing
Business Owner Challenges

12. Less than 1 year 1-3 years 3-6 years 6-10 years 10-15 years 15+ years
Online content creation 26% 18% 18% 13% 16% 9%
Search engine optimization (e.g.,
visibility in Google results)
25% 33% 29% 31% 29% 18%
Getting our listings information or
content to all the various search and
directory sites online
25% 23% 22% 20% 21% 17%
Paid search advertising (e.g., Google
AdWords)
21% 20% 16% 13% 16% 12%
Facebook and/or social media
marketing
21% 22% 24% 33% 22% 22%
Company Website- Ecommerce 21% 21% 14% 19% 22% 24%
Mobile marketing 18% 15% 20% 13% 14% 15%
Online display/banner advertising 16% 18% 12% 15% 12% 8%
Loyalty marketing 16% 18% 19% 14% 18% 11%
Traditional media (direct mail, yellow
pages, newspaper, TV, radio)
14% 17% 17% 13% 18% 14%
Reputation monitoring and review
generation
14% 15% 11% 16% 12% 10%
Deals/promotions/coupons 11% 18% 12% 14% 10% 10%
Areas Businesses Need the Most Help by Tenure of Business
Source: Thrive Analytics, “Local Pulse Survey”. January 2015.
Top 2 areas.
Where Business Owners Need Help

13. Now: A Little about You

14. Attendee Headcount

15. Industries Represented
• Child Care
• Construction
• Consulting
• Education
• Financial Services/Insurance
• Health and Beauty
• Internet/Technology
• Legal
• Media & Publishing
• Medical and dental
• Other Professional Services
• Real Estate
• Restaurant
• Retail
• Tax/Accounting
• Trade services/Home Improvement

16. Years in Business

17. Marketing Budgets

18. Most Don’t Work with Agency/Consultant

19. 1. Social media
2. Email marketing
3. SEO
4. Blog/content marketing
5. Print handouts, newsletters or flyers
6. Paid search marketing
7. Print coupons/direct mail
8. Online video
9. Online directories
10.Print newspaper
Top Marketing Channels

20. 1. TV
2. Smartphone app
3. Newspaper site
4. Print yellow pages
5. Local radio
Least Used Channels

21. 1. Social media
2. Email marketing (tied)
3. SEO
4. Paid search marketing
5. Blog/content marketing
Most Effective Channels

22. 1. Sales
2. Clicks to website (from search)
3. Analytics dashboards
4. Calls
5. Ask customers how found
6. Repeat business
Tracking Effectiveness

23. Digital Marketing Satisfaction

24. Digital Marketing Savvy

25. Questions
There are so many mediums, how do I identify
which is most effective for my type of business?
How do we avoid pitfalls and monetary waste in
digital advertising?
What are the benefits of paid mobile advertising that you
don't normally see in general web advertising?
Want to learn how to better increase email
open rates and click-throughs
What SEO/marketing can be done internally and what is
recommended to be done externally?

26. • Participate – ask questions!
• Speak to exhibitors
• Talk to each other
• Get contact information
• Stay until the end (prizes)
How to Get the Most Out of Today